Abstract
This study investigated how social power, parasocial interaction, and social capital influence the consumer's purchase intention of sustainable fashion products in the fashion YouTube context. We surveyed 230 YouTube users from South Korea to investigate the effects of social power on parasocial interaction, the effects of parasocial interaction on social capital, and the effects of social capital on purchase intention. The results confirm that social capital is a strong influential variable for the purchase intention of sustainable fashion products. Thus, fashion marketers should consider social capital management in the fashion YouTube context when tailoring their brand communications. This study helps clarify the relationships between social capital and the purchase intention for sustainable fashion products. It also contributes to the theoretical foundation of and has implications for sustainable fashion marketing and management.
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